Today’s patrons expect arts organizations to take their personal context into account when we communicate with them. Whether we’re engaging new audiences, stimulating revenue growth, or deepening relationships with existing patrons – context is key. Contextual marketing requires us to understand more than who a patron is but where they are, what they’re doing, and what are they likely to do next. Contextual marketing is something arts marketers have always done, but recent shifts in technology and marketing practices allow our efforts to be more personalized, more relevant, and more effective than ever before.
In this workshop, David Dombrosky of InstantEncore, Ronia Holmes of Hubbard Street, and Amelia Northrup-Simpson of TRG Arts explored the elements of contextual marketing through a series of exercises focused on leveraging patrons’ context to maximize relevance and effectiveness.
The Art of Contextual Marketing: Maximizing Relevancy in the Age of Personalization from InstantEncore
March 14-15, 2019 - TRG Arts Executive Summit; York, England
May 9-10, 2019 - TRG Arts Executive Summit; Colorado Springs, CO